The Dieline Awards 2017: M&M’S 75th Anniversary
Since 1941, M&M’S have been adored by chocolate lovers around the world. The brand wanted an ownable logo to use during the year long celebration of its 75th anniversary.
Many brands add new visual elements and clichés to their brand mark during an anniversary. Our goal was to use M&M’S existing iconic equities rather than muddy the symbol with balloons and birthday cakes. The belief was that a simple and iconic symbol integrated into the brand mark would allow for a flexible system that would last all year long.